Professional Documents
Culture Documents
retail
ADIDAS • H&M • UNILEVER • FCUK
finance
Gjensidige • Maybank • MMA
The Brief
Key facts
l Drive improvements in brand perception for
Client:
Ford Ford amongst the target market
l Establish purchase consideration for Ford and
media agency:
the Fiesta model
Mindshare
l Associate the Ford brand with cutting-edge
target audience:
fashion and style
Fashion-focused women
aged 25-35
The Campaign
key channels:
The MSN Homepage, MSN Style and Facebook
MSN Homepage,
MSN Style, played a pivotal role in the launch of Boost,
FacebookVista desktop a new Fordbranded fashion show. The sites
served as a virtual catwalk through which young
women in the target market could audition to
be one of the show’s three presenters. Once the
winners were selected, Microsoft served as the
main distribution channel for the show, which
“These are
overwhelming results
and I predict that in the
future we will see much
more of these kinds
of campaigns, where
the target group gets
involved with the brand
through brand content.”
CASPER CHRISTIANSEN,
Director, Mindshare.
featured presenters travelling between A-list visit length of 4.5 minutes showing strong
events in a Ford Fiesta. Live events, radio and engagement levels. Throughout the campaign
press coverage helped to build momentum. the show remained in the MSN Video top ten,
viewed over 4,000 times in 3 days with 28 per
Key Results cent of those clicking the video watching the
Girl power entire show. Over 7,000 would-be presenters
The online campaign delivered broad exposure took the online casting test.
to the target market, with the 48.7 million Content that clicks
impressions recorded far outweighing the The click-through rate on the content banner
original target of 12 million; 89 per cent of those ads was three times that of conventional Ford
following Boost on Facebook were women. banners.
The centre of attention Unmissable
The Boost site recorded over 88,400 unique Ad recall rocketed from 2 per cent to 47 per
visitors during the campaign, with an average cent during the campaign.
COUNTRY: SPAIN Sector: AUTOMOTIVE
The Brief
Key facts
l Increase awareness of the Mazda2
Client:
l Drive visits to Mazda dealerships
Mazda
l Boost visits to the Mazda2 microsite
media agency:
l Increase requests for catalogues and test drives.
Mindshare
TARGET AUDIENCE: The Campaign
18 and above
A combination of rectangle and banner ads
key channels:
running across MSN channels complemented
Banner ads across a range of
Microsoft channels Mazda’s TV and press campaigns and steered
consumers directly to the Mazda2 microsite.
Key Results
l Message association increased by 8
percentage points when online advertising
was added to the TV campaign
Click here to see the creative
The Brief
Key facts
l Increase awareness of the new Peugeot
Client:
Peugeot 308 SW
l Increase key perceptions of the Peugeot brand
media agency:
l Extend Peugeot’s association with
OMD
premium film.
TARGET AUDIENCE:
Young couples with children under The Campaign
16, young adventurous adults
The dedicated blockbuster section of the
key channels:
Sponsorship of MSN MSN Entertainment site provided a must-see
Entertainment’s dedicated summer destination for film fans over the summer months
blockbuster section and Peugeot’s exclusive sponsorship ensured
that the brand stole the show. An exclusive
MPU, branded headers and footers and pre-roll
advertising in film-related content provided the
ideal platform for the launch of the 308 SW.
Key Results “The campaign was a really good
The perfect launchpad fit for us. MSN Entertainment
Model awareness for the 308 SW up 10.5 gave us the reach and audience
percentage points.
we needed and the sponsorship
Film association drives key brand
perceptions
delivered on raising model
● “Is a brand I would like to buy” up 8.2 awareness and associating the
percentage points brand with premium movies.”
● “Offers an excellent driving experience” PAULINE KHO, Associate Director, Digital, OMD UK
up 7.7 percentage points.
A target audience-pleaser
● Model awareness up 9.8 percentage points
amongst adventurous adults
● Purchase intent up 11.6 percentage points
amongst couples with children.
COUNTRY: JAPAN Sector: AUTOMOTIVE
The Brief
Key facts
l Launch the new Peugeot 308SW
Client:
l Increase brand awareness
Peugeot
l Promote the ‘Original Story Maker’ campaign
media agency:
message and drive visitors to the campaign site
Starcom Worldwide
Japan, a division of l Promote sales and increase visits to dealerships.
beacon communication
k.k The Campaign
TARGET AUDIENCE: The ‘Original Story Maker’ campaign invited
Auto researchers consumers to unleash their inner novelists by
key channels: writing a story and then sending it to a friend
MSN Homepage as a gift, with printed, illustrated versions of the
stories available through Peugeot dealerships.
Microsoft Advertising’s new Wallpaper AD format,
surrounding a web page with rich media, gave the
creative idea the perfect canvas for creating impact
– and engaging visitors with the storytelling idea.
“The campaign was a
really good fit for us.
MSN Entertainment
gave us the reach and
audience we needed
and the sponsorship
delivered on raising
model awareness and
associating the brand
Click here to see the creative
with premium movies.”
PAULINE KHO, Associate Director,
Digital, OMD UK
Key Results
The results of brand metric surveys and the
eye tracking study showed exceptionally deep
engagement levels for users encountering the
Wallpaper AD:
● A heat map recording the duration of each
user’s gaze on Peugeot’s Wallpaper AD showed
it was 10 times longer than that for standard
banners
● Ad awareness levels for those exposed to the
Wallpaper AD were 19.3 per cent higher than
for those exposed to standard banners
● The Click Through Rate for the Wallpaper AD
was 7.4 times that of standard banners
● Peugeot recorded a significant increase in visits
to dealerships as a result of the campaign.
COUNTRY: UK Sector: AUTOMOTIVE
The Brief
Key facts
l Increase awareness of the new Vauxhall Insignia
Client:
l Increase key brand perceptions
Vauxhall
l Drive purchase consideration
media agency:
Carat
The Campaign
TARGET AUDIENCE:
The behavioural targeting campaign built on the
Auto buyers, Auto Researchers
highimpact launch of the Vauxhall Insignia as
key channels:
part of MSN Cars’ British Motor Show coverage,
Windows Live Messenger,
Windows Live Hotmail using Windows Live Messenger and Windows Live
Hotmail to target the Insignia launch ads at Auto
Buyers and Auto Researchers. These are consumers,
identified through Microsoft Advertising’s
behavioural targeting technology, who have
recently searched for auto dealerships or brands
online, or who have moved closer to an auto
purchase by visiting vehicle financing areas online.
The Behavioural Targeting campaign
extended the impact of Vauxhall’s
sponsorship of the British Motor Show
on MSN Cars, including editorial video
coverage of the entire Vauxhall range and
a spectacular Homepage Takeover.
The Brief
Key facts
l Educate the general public about the hybrid
Client:
Toyota nature of the Toyota Prius
l Drive greater engagement with the Prius
media agency:
concept and brand.
Delphys Inc
TARGET AUDIENCE:
All consumers “Out of all the various campaigns
key channels: we have been working on using the
MSN, Windows Live web, this campaign for the Toyota
Messenger
Prius was outstanding in terms of
the results we achieved.”
NORIKO TSUNODA, Media Planning Group of
Communication Control Section, Toyota Advertising
The Campaign Key Results
Toyota’s strategy rested on enticing consumers ● The PRIUS Channel site recorded over 620,000
to spend more time with the Prius than a page views
15-second TV commercial would allow. The ● Viewers posted more than 14,000 comments
brand created the ‘PRIUS Channel’, a series of on the PRIUS Channel
20-minute travelogues posted online over a ● Favourable viewer responses pointed to a
sixweek period. The shows followed popular successful rebranding for the Prius.
Japanese comedy duo, ‘Speedwagon’ on a road
trip around the Atsumi peninsular, exploring
the Prius’ features along the way. Real-time
comments, posted by fans using Windows
Live Messenger, were incorporated into the
broadcasts and promoted further interaction
with the brand.
2
RETAIL
Today’s retailers continue to evolve their online strategies
to complement offline channels, support CRM initiatives
and drive direct consumer interaction: be it FCUK utilising
in-game advertising, H&M creating a competition for
fashion bloggers or Adidas combining casual gaming with
the instant messenger
platform. In this
section, you can see
how retail companies
are partnering with
Microsoft Advertising
to make the most of
their online marketing
spend.
COUNTRY: HONG KONG Sector: RETAIL
The Brief
Key facts
l Increase awareness of adidas’ ‘Impossible
Client:
adidas Hong Kong is Nothing’ brand message
l Drive brand affinity and strengthen key
media agency:
brand attributes
OneXeno
l Extend the reach of the campaign across
target audience:
both new and existing customers
Young sports enthusiasts
l Increase brand interaction
key channels:
l Drive increased sales
Windows Live Spaces,
MSN Homepage, The Campaign
Windows Live Hotmail,
Windows Live Messenger
Establishing a Windows Live Spaces community
site provided the ideal platform for engaging a
target audience of young sports enthusiasts, with
targeted Microsoft channels used to drive traffic
to the blog. The campaign introduced users to
the personal stories of adidas athletes like David
Click here to see the creative
Messenger turns
playmaker or adidas
Supporting its integrated ‘Predator vs F50’ campaign through a Windows Live
Messenger game proved a winning formula for adidas, with the online platform a
key player in driving consumer interaction – and registrations for the campaign’s
star-studded ‘Predator vs F50’ contest.
The Brief
Key facts
l Increase brand awareness and interaction
Client:
adidas Mexico with adidas’ Predator and F50 product lines
l Integrate successfully with adidas’ offline
media agency:
campaign
Teran TBWA
l Promote the ‘Predator vs F50’ contest
target audience:
starring adidas athletes
15-17-year-olds
l Persuade the target audience to spend
key channels:
increased time with the adidas brand.
Windows Live
Messenger game
The Campaign
A Windows Live Messenger game, designed to
reflect the adidas campaign’s central ‘Predator
vs F50’ contest, drove word of mouth and
engagement amongst the young target
audience. Besides inviting their Windows Live
Messenger contacts to challenge them online,
Click here to see the creative
The Brief
Key facts
l Build brand favourability for H&M amongst
Client:
H&M young women
Key Results
● The campaign inspired 700 new fashion
bloggers, who posted their entries on
the H&M Fashion Blog on MSN
● 400 of these were selected as H&M
ambassadors
● A whirlwind of online activity took
place around the contest, with bloggers
campaigning for votes through Windows
Live ID’s.
COUNTRY: UK Sector: RETAIL
The Brief
Key facts
Drive awareness and consideration for the new
Client:
Unilever / Vaseline Vaseline MEN range
The Brief
Key facts
l Raise awareness of the new beauty soap,
Client:
Lux Provocateur Lux Provocateur
l Differentiate the new bar, with its distinct
media agency:
black colour, from competing soap brands
Mindshare Fulcrum
l Increase positive brand associations.
TARGET AUDIENCE:
Young women The Campaign
key channels:
Unilever and agency Mindshare Fulcrum crafted
MSN India network,
Windows Live a series of Windows Live Personal Expressions,
Messenger. including background and emoticons, around a
glamorously clad animated female ambassador
for the Lux Provocateur brand. The animated icon
was designed to reflect the product’s key points of
differentiation, with her outfit reflecting the soap
bars’ distinctive black colour, delicate fragrance and
image of confidence and sensuality. Interactive
banner ads on MSN India and Windows Live “Lux Provocateur is radically
Messenger helped to drive awareness of the Lux different from other soaps in the
Provocateur launch and increase interest in the
market. We felt that digital media
Personal Expressions campaign.
was the best platform to take this
Key Results campaign forward and increase
● The online campaign successfully extended the target group’s interaction with
the reach of the Lux Provocateur launch to the brand. The campaign delivered
new audiences
● The innovative approach to digital media
exceedingly well by engaging our
supported a distinct positioning for the soap consumers through the MSN and
● Over 150,000 Personal Expression downloads Windows Live platforms.”
were recorded during the month-long KEDAR APTE, Marketing Manager, Unilever Lux
campaign, indicating strong interest amongst
the target audience
● The online campaign helped to deliver strong
sales for Lux Provocateur.
COUNTRY: UK Sector: RETAIL
The Brief
Key facts
l Use in-game advertising to relaunch the FCUK
Client:
French Connection brand to a young male audience
l Shift perceptions of FCUK from campaign
media agency:
slogan to fashion brand
Manning Gottlieb OMD
l Associate FCUK with the games category
target audience:
l Drive positive perceptions of the FCUK brand
Young males
key channels: The Campaign
In-game advertising on
the Massive Network: The virtual print campaign developed for
Need for Speed Pro the FCUK relaunch focused on the striking
Street, Skate, Burnout new, black and white FCUK logo, which was
Paradise and Pro
positioned prominently as part of the urban
Evolution Soccer 08
environment in games like Skate and Burnout
Paradise. Juxtaposing the logo with fashion
photography in several executions served to
anchor perceptions of FCUK as a fashion brand.
Click here to see the creative
The Brief
Key facts
l Engage 20 to 30 year olds, who typically have
Client:
Gjensidige little interest in insurance
l Increase brand relevance and engagement
media agency:
l Differentiate Gjensidige from its competitors
Gjensidige
l Drive sales
target audience:
20-30-year-olds The Campaign
key channels:
Swinging from expanding banner ads on
MSN, Windows Live
Hotmail, Windows Live Windows Live Messenger, Windows Live
Messenger, Facebook Hotmail, MSN channels and Facebook, a
line-drawn avatar engaged 20-30-yearolds
with the idea of cutting the umbilical cord of
financial dependence on their parents. Clicking
through to the campaign site allowed users to
personalise the avatar based on the financial
products that they selected.
Key Results A campaign that clicks
Reaching out, getting noticed The banner ads delivered over 80,000 clicks
70 per cent of those exposed to the campaign through to the Gjensidige campaign site.
recalled the ads, which reached over 50 per cent Transforming sales
of their target audience The campaign delivered Gjensidige’s sales during the two weeks of the
over 26.2 million ad impressions campaign exceeded its sales during the course
Boosting brand engagement of an average year.
Agreement with the statement “Gjensidige’s
package suits me” rose by over 18 percentage
points amongst those exposed to the campaign.
The Brief
KEY FACTS
● Change perceptions of Maybank and position
CLIENT:
Maybank Maybank2u.com as young and progressive
● Reduce enquiries to Maybank’s call centre by
MEDIA AGENCY:
10 per cent
Carat Media Sdn Bhd
● Initiate conversations with young consumers
TARGET AUDIENCE:
on banking products and financial issues
Core audience of 13-24-year-olds,
with additional target of working ● Create brand engagement, with a target for
professionals aged 25-34 consumers to spend more than 30 seconds
KEY CHANNELS: with the Maybank brand.
Windows Live Messenger,
Windows Live Hotmail, MSN The Campaign
Maybank armed Agent M with the financial
knowledge to allow him to respond to Instant
Messenger enquiries instantly. They also gave
him a personality, including interests, hobbies
Click here to see the creative
and a background story, making this Windows Call centre target exceeded
Live Messenger ‘bot somebody young people ● Enquiry traffic into the Maybank call centre
wanted as their buddy. Online campaigns decreased by more than 12 per cent.
across Windows Live Messenger and Windows Licence to engage youth
Live Hotmail helped to build word-of-mouth ● Users posted more than 34,000 discussion
around Agent M and explained how to add sessions and over 455,000 questions for Agent
him as a Windows Live Messenger friend; his M to answer
great customer service and winning personality ● Each session averaged 2.9 minutes, exceeding
did the rest. the 30-second target established for the
campaign.
The Results
Target audience: in the bank
● Windows Live Messenger delivered the youth
audience Maybank was seeking, as 69 per
cent of the users exposed to the campaign
were aged between 13 and 24.
COUNTRY: FRANCE Sector: FINANCE
The Brief
Key facts
l Increase exposure of 15-24-year-olds to accident
Client:
MMA prevention messages
l Engage young adults with drink driving issues
media agency:
l Reach 15-24-year-olds through their most
Entre Nous Soit Dit
personal and interactive device.
TARGET AUDIENCE:
Young adults The Campaign
key channels:
Windows Live Messenger’s mobile platform
MSN Mobile, Windows
Live Messenger mobile proved the perfect vehicle for reaching and
engaging 15-24-yearolds. MSN Mobile ads and
Messenger tabs led phone owners to MMA’s
own mobile site, where a range of video content
offered advice on drink driving-related issues.
Innovative mobile features on the site included
the ‘Capitaine de soirée’ selector, which helped
decide on the designated driver for a night out,
and a test to calculate the likely level of alcohol
in drinkers’ systems and warn those that may be
over the driving limit.
Key Results
● The Messenger tab produced click-through
rates of 2 per cent, with 70 per cent of those
clicking through downloading at least one
video
● The campaign delivered a ten-fold increase in
traffic to the mobile road safety site.
Click here to see the demo
4
TECHNOLOGY & TELECOMS
The market for new devices grows more competitive
as consumers become more price conscious. In recent
times, the pressure to recoup the investments that go
into developing new technology has become increasingly
fierce. Microsoft Advertising is helping manufacturers
to extend awareness among key audiences when
launching products, such as Canon’s Freefilming in-
game campaign or
Motorola’s Air Guitar
championships,
ultimately helping
them win the battle
to influence early
adopters and build
deeper connections
with consumers.
COUNTRY: GERMANY Sector: TECHNOLOGY
The Brief
Key facts
l Raise awareness of Canon’s ‘Freefilming’
Client:
Canon advertising message
l Increase brand affinity amongst tech-savvy
media agency:
opinion formers
MEC Interaction
l Boost perceptions of Canon as a market
target audience:
leader in camcorders
Tech-savvy males, aged 16-39,
Camcorder influencers
The Campaign
key channels:
In-game advertising on urban The Massive Network’s portfolio of urban racing
skating and racing games across and skating games proved the perfect vehicle
the Massive Network: Skate, Tony for targeting tech-savvy, male opinion formers.
Hawk American Wasteland, Tony
Adapting the ‘Freefilming’ ads to fit each in-
Hawk Proving Ground, Need for
Speed Pro Street game environment ensured a natural fit, and
earned the campaign the attention and respect
it required.
Click here to see the creative
The Brief
Key facts
l Raise awareness of the new EM325 handset
Client:
l Build Motorola’s association with the “For you
Motorola
and music you” message
media agency:
l Drive interaction with 18-30-year-olds.
Mindshare
TARGET AUDIENCE: The Campaign
18-30-year-olds
A “You and music you” microsite hosted within
key channels:
the MSN Video platform, provided the stage
MSN Video, Windows
Live Messenger, MSN for music fans from across Spain to post video
Homepage recordings of their air guitar performances and
share them with friends, with the contest winner
landing a trip to Oulu, Finland to compete in the
Air Guitar World Championships. Support for the
campaign came from a combination of online
and offline channels: online ads were timed to
coincide with the broadcast dates of an Air Guitar
Click here to see the creative
The Brief
Key facts
l Build awareness of the LifeCams and LifeChats
Client:
Microsoft LifeCams and range of Webcams and Headsets
LifeChats l Drive traffic to the ‘Come Closer’ product site
l Increase awareness of the full range of features
media agency:
Ogilvy, Thinkdigital in Windows Live
l Increase sales of LifeCams and LifeChats
TARGET AUDIENCE:
l Create word-of-mouth around the benefits
14-35-year-olds
of Windows Live Messenger.
key channels:
MSN, Windows Live The Campaign
Messenger
OgilvyOne and Thinkdigital created “Face”, a
Messenger agent in the guise of a 20-something
Greek geezer, to spread the word about the
benefits of talking face-to-face over Windows
Live Messenger. Introduced to users via an MSN
banner campaign, “Face” urged them to join his
“By boldly and significantly
taking the lead to use
Microsoft Advertising to
extend audience numbers, we
have strategically reinforced
our branding position
and successfully attracted
enormous interest.”
CHENG MING-CHUNG, Assistant Brand
Click here to see the creative Manager, Johnnie Walker/Diageo, Taiwan
The Brief
Key facts
l Drive perceptions of the Mars brand as
Client:
Mars energising, enthusiastic and ‘feel-good’
l Build brand recognition around the Feel the
media agency:
Vibe online advertising campaign and drive
Space
visitors to the campaign site.
TARGET AUDIENCE:
16-34-year-olds The Campaign
key channels:
Video and rich media ads across MSN and
MSN Entertainment,
MSN Homepage, MSN Windows Live channels encouraged users to
Video, Windows Live sample the sounds of the Feel the Vibe website,
Hotmail, Windows Live which included a Mars Mood Synthesiser
Spaces
matching hit tracks to brand values such as
‘Refuel’, ‘Enjoy’ and ‘Feel good’.
Click here to see the creative
Key results
The campaign delivered great exposure to the
target audience, proving online advertising’s
effectiveness for Mars:
● The ads reached 35 per cent of Belgian
Flemish speakers in the target group, and 31
per cent of French speakers
● Brand recognition scrores of 86 per cent for
French speakers and 91 per cent for Flemish
speakers comfortably exceeded MetrixLab
benchmarks of 56 per cent, proving the online
video drove high awareness
● In a survey, one third of those exposed to the
campaign showed increased interest in the
Feel the Vibe site and Mars Mood Synthesiser.
COUNTRY: COLUMBIA Sector: FOOD AND BEVERAGES
The Brief
Key facts
l Engage tweens aged 8-12 with the Festival
Client:
Festival brand
l Increase sales by 30 per cent year-on-year
media agency:
l Increase Festival’s market share
Di Paola
target audience: The Campaign
Tweens aged 8-12
For the independent-minded, tech-focused
key channels:
tween audience, Festival developed a Windows
Windows Live Messenger
Live Messenger tab that allowed kids to design
their own emoticons and vote on others’
designs. The campaign was promoted on
Festival packs, with the most popular emoticons
winning their creators an MP3 player.
Click here to see the creative
The Brief
Key facts
l Build on the popularity of the ‘Happiness
Client:
Coca-Cola Factory’ TV campaign
l Drive awareness of the ‘Happiness Factory
media agency:
message
Starcom Motive
l Build deeper engagement with the campaign
target audience:
concept and Coca-Cola brand
18-34-year-olds
key channels: The Campaign
MSN Homepage, MSN
Entertainment, MSN Microsoft Advertising and Starcom Digital
Video, Windows Live developed a two-phase online campaign that
Messenger, Virtual Earth treated Happiness Factory as an online movie
maps and the Windows
launch with spectacular ad formats and deep
Vista desktop
editorial coverage, and then encouraged the
growth of a nationwide community through
Microsoft’s social media.
“This was a great example
of understanding the client’s
needs and translating them
into an excellent media
and creative execution. We
obtained extraordinary results
in all areas.”
ROBERTO CARNAZZA,
Head of Starcom Digital, Italy
Click here to see the creative
The Brief
Key facts
l Strengthen the Johnnie Walker brand
Client:
Johnnie Walker amongst male drinkers aged 25-34
l Extend the reach of the brand’s ‘Keep
media agency:
Walking’ campaign to new audiences
MediaCompany
l Engage consumers through interactivity
TARGET AUDIENCE:
l Protect Johnnie Walker’s market leader
Male drinkers
aged 25-34 position against new brand launches.
key channels:
The Campaign
Windows Live Spaces,
MSN Soapbox Johnnie Walker used a series of five films,
based around its ‘Keep Walking’ message of
realising individual dreams, as the basis for
engaging its target audience online. Three of
the films were screened on TV, encouraging “By boldly and significantly
consumers to seek out the final two on the taking the lead to use Microsoft
video site MSN Soapbox. The campaign was Advertising to extend audience
extended through Windows Live Spaces, where
numbers, we have strategically
Taiwanese celebrity blogger Stanley Huang
crafted an exclusive Johnnie Walker blog, and
reinforced our branding position
users could download the iconic campaign and successfully attracted
imagery for their own Spaces. enormous interest.”
CHENG MING-CHUNG, Assistant Brand Manager,
Key Results Johnnie Walker/Diageo, Taiwan
● One in five Taiwanese 25-34-year-olds
watched the Johnnie Walker campaign videos
● There were over 100,000 visits to the online
campaign sites.
COUNTRY: HONG KONG Sector: FOOD & BEVERAGES
The Brief
Key facts
l Increase engagement and interaction around
Client:
McDonald’s McDonald’s annual ‘Colors of Summer’ campaign
l Strengthen positive brand perceptions
media agency:
l Increase sales
OMD
TARGET AUDIENCE: The Campaign
Young women
McDonald’s adopted the bold strategy of building
key channels:
its annual ‘Colors of Summer’ campaign around
‘Hello Kitty’ Windows Live Agent
on Windows Live Messenger ‘Hello Kitty’, Hong Kong’s first Windows Live
Messenger Agent, who chatted with Messenger
users and offered them the chance to win
collectable ‘Hello Kitty’ emoticons. The challenge
was to persuade Kitty to part with her emoticons –
but the chatty feline could be difficult to influence:
local search engines reported big surges in
searches devoted to figuring out what made Kitty
tick. Cuddly toys based on the Kitty ccllectables “Windows Live Messenger is
(and featuring clues to help win emoticons) were extremely popular in Hong Kong.
also snapped up at McDonald’s restaurants. The Hello Kitty Windows Live Agent
Key Results allowed us to adopt a creative
The campaign generated immense response and targeted approach to interact
levels across Hong Kong, both on and offline: with consumers. The collection of
● 65,000 Windows Live Messenger users added Hello Kitty emoticons achieved
Hello Kitty to their contacts list impressive results.”
● Over 70 million messages were exchanged
KEVIN CHIU, Creative Director, DDB Hong Kong
with Hello Kitty during the campaign
● The search for tips and tricks to help secure
emoticons spread over blogs, chat rooms and
search engines
● The Hello Kitty cuddly toys sold out as the
campaign boosted sales at McDonald’s
restaurants.
COUNTRY: FINLAND Sector: FOOD & BEVERAGES
The Brief
Key facts
l Support McDonald’s products and
Client:
McDonald’s promotions through online advertising
l Drive increased product sales
media agency:
l Establish online advertising’s impact on
OMD
offline sales
TARGET AUDIENCE:
l Use the research findings to drive continued
Fast food consumers Banner
ads across a range of Microsoft improvements in ROI.
channels
key channels:
The Campaign
Banner ads across a range of Online advertising was used to support
Microsoft channels McDonald’s campaigns in the Premium,
Promotion and low-cost categories alongside
offline activity such as TV. Econometric
modelling through Brand Science then tracked
actual product sales, screening out factors
such as day of the week and public holidays
to ascertain the impact of different campaign “Before the modelling we did not
elements. The findings of the econometric study perceive online advertising as a
were used to target all media activity around medium that drives offline sales.
the most responsive product areas.
This picture has now changed. With
Key Results the help of complex econometric
● Online advertising delivered significant models from OMD/BrandScience
increases in premium category sales, with we can see that online marketing
Windows Live Messenger and the MSN has an impact on sales. Therefore
Homepage proving the most effective
digital channels
it is highly likely that in the future
● The Return on Investment (ROI) delivered by we will include online as part of
the online campaign was 16 per cent greater our media visibility”.
than that delivered by TV advertising TOMI WIRTANEN, Head of Marketing,
● Targeting spend on the premium category in McDonald’s Finland
response to the research results nearly trebled
the ROI delivered by the online campaign.
6
ENTERTAINMENT
Online marketing is an essential tool for both
building buzz among influential audiences, and
extending awareness of entertainment releases.
One of Microsoft Advertising’s key strengths is its
ability to execute
campaigns across
multiple platforms:
the Warner Bros.
Get Smart campaign
saw its brand uplifts
amplified by the
integration of online
and mobile channels.
COUNTRY: FRANCE, SPAIN, ITALY, GERMANY, UK Sector: ENTERTAINMENT
The Brief
Key facts
l Drive awareness of the Warner Bros film
Client:
Warner Bros Get Smart across Europe
l Increase key brand metrics such as favourability
media agency:
and viewing intent
PHD
l Create strong word-of-mouth around the film
target audience:
l Reflect the positioning of Get Smart in
13-34-year-olds
different markets.
key channels:
MSN Mobile, MSN Entertainment, The Campaign
Windows Live Messenger,
Facebook, Windows Live Hotmail, Microsoft Advertising developed flash banner
MSN Video ads and rich media mobile advertising units to
reflect Get Smart’s mix of humour and action
for different territories across Europe. The online
campaign targeted cinema-goers across France,
Spain, Italy, Germany and the UK, with mobile
campaigns in the UK, Spain and France.
The Results
Multiple platforms deliver maximum impact
Amongst those exposed to the online campaign
who also recalled seeing Get Smarts ads on
mobiles, the campaign delivered spectacular
rises in key brand metrics:
● Online ad awareness up 54.2 percentage points
● Viewing intent up 49.9 percentage points
● Brand favourability up 46.3 percentage points
● Aided brand awareness up 42.2 percentage
points
Frequency matters
Repeated exposures to the campaign delivered
increased ROI. Amongst those exposed six times
or more:
● Aided brand awareness up 31 percentage
points (3 percentage points for those exposed
once only)
● Viewing intent up 18.2 percentage points (2.3
percentage points for those exposed once only)
Mobile: the conversation starter
The mobile campaign delivered strong results
across all key brand metrics, with potential for
driving word of mouth:
● Mobile awareness up 23.4 percentage points
● Aided brand awareness up 17.9 percentage
points
● Viewing interest up 8.8 percentage points
● Recommendation intent for UK and Spain up
by over 15 percentage points
COUNTRY: THAILAND Sector: ENTERTAINMENT
The Brief
Key facts
l Boost awareness levels and popularity for
Client:
Warner Music Warner Music’s artists and releases
l Reach out to a new, young audience of music
target audience:
fans
Young, internet-savvy consumers
l Increase interaction between the label’s music
key channels:
and its listeners.
Windows Live Messenger
The Campaign
Warner Music Thailand worked with Microsoft
Advertising to develop SoundZero, an internet
radio station accessed through a tab on
Windows Live Messenger, which offered users
a wholly interactive music experience. Not only
could listeners enjoy the music of their choice
while chatting on Messenger, they could also
“The partnership with
Microsoft Advertising has
provided us the business
and marketing tools to
propel SoundZero radio as
one of the leading radio
stations for Thailand’s
online community.”
TATCHAPHOL SRICHANKIJ,
Click here to see the creative Head of SoundZero Business
Key Results
The campaign reverberated across Thailand’s
online and music communities:
● 50 per cent increase in the number of users
interacting with Warner Music
● SoundZero has built up an audience of over
7,000 unique users daily
● The SoundZero tab has recorded the highest
ever number of page views and unique users
for a Windows Live Messenger tab in Thailand.
COUNTRY: UK Sector: ENTERTAINMENT
The Brief
Key facts
l Raise awareness of the film launch
Client:
l Increase positive perceptions for the film
20th Century Fox
l Drive interest amongst potential cinema-goers
media agency:
l Assess the cost-effectiveness and potential of
Potential Cinema-goers
digital media using the Touchpoints Return on
key channels:
Investment (TROI) model.
MSN and Windows Live
channels, Xbox Live,
Ingame The Campaign
For the launch of the film, Fox enlisted a broad
range of digital media channels from online
video trailers to content downloads via Xbox
Live and in-game advertising through Massive.
In a groundbreaking, sector-wide study the role
and effectiveness of online was compared to
other elements in the marketing of this and other
films. MESH Planning deployed its Touchpoints
Click here to see the creative
The Brief
Key facts
l Drive users towards one of four new or
Client:
Sympatico/MSN emerging Sympatico/MSN channels: Auto,
Finance, Green and Entertainment
media agency:
l Reach a variety of male and female audiences,
Bensimon Byrne
at ages between 18 and 54, with creative
TARGET AUDIENCE:
targeted for each demographic
Range of male and
female audiences aged l Target both French and English-speaking
between 18 and 54 audiences
key channels: l Work within a tightly limited media budget
The Brief
Key facts
l Increase the accessibility of Hong Kong
Client:
Hong Kong information for potential Japanese visitors
Tourism Board l Provide more practical information on the
The Campaign
In its second year of advertising on MSN, the
Hong Kong Tourism Board developed a series
of online events based around blogs from
and about Hong Kong, driving interest in and
consumer engagement with the destination.
The Hong Kong LIVE Dating Spot Challenge
Click here to see the creative
The Brief
Key facts
l Promote ANA’s ‘Tabiwari’ discounted fare,
Client:
ANA available from April to June
l Drive increased online bookings
media agency:
l Increase brand awareness
All Nippon Airways
Trading Co. Ltd. l Satisfy potential travellers’ demand for
Key Results
● The campaign surpassed all targets in terms
of click-through and conversion rates
● Bookings increased across all demographics,
including 20-40-year-old women and
30-50-year-old business travellers.
The Brief
Key facts
l Increase awareness of the Norwegian brand
Client:
l Drive association and awareness around the
Norwegian
‘Shockingly slim prices’ campaign
media agency:
l Boost click-throughs to the Norwegian site
Suddenly STHLM
l Increase sales.
TARGET AUDIENCE:
Potential travellers in The Campaign
Stockholm and northern
Sweden A high-impact homepage takeover format
key channels: on the MSN Homepage proved the perfect
MSN Homepage destination for Norwegian’s campaign message.
Takeover The appearance of two giant feet in gaudy
socks signalled the transformation of the
homepage into a giant slimming scales, with the
digital scale readout plummeting to 249 – the
campaign offer price for a flight.
Click here to see the creative
Key Results
● The MSN Homepage delivered 3.2 million
page views across Stockholm and northern
Sweden
● The two-day campaign achieved 20 times
Norwegian’s average click-through rate
● Sales increases exceeded all campaign targets.
“I am most happy with the fact that the ad led to great sales,
it had a sense of humour and an element of surprise.”
KATARINA WIDMAN, Marketing manager, Norwegian
Feeling inspired?
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about the online possibilities for your brand, then don’t hesitate to
get in touch.
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